More focus on digitalisation of tourism could create over 50,000 jobs in Portugal

Greater investment in the digitalisation of the Portuguese tourism industry could generate 50,000 additional jobs in Portugal in the coming years, according to a report by Oxford Economics commissioned by Google, released on Tuesday.

“Improvements in digital connectivity since 2012 in Portugal have generated almost 50,000 jobs in tourism, a significant proportion of the total 250,000 jobs created by tourism between 2012 and 2018,” the report said, adding that there are now opportunities to create 50,000 more new jobs in Portugal in the coming years.

To this end, greater investment in digital infrastructure, digital skills and increased digital activity are critical success factors in achieving the goals, the report added.

“Around 80% of travel searches already take place digitally. It is important as a country that we continue to improve online content and empower people working in the tourism sector to be more comfortable with digital,” José Maria Júdice, Google’s industry manager for tourism in Portugal, said, adding that Portuguese tourism can count on Google’s contribution to help the sector.

The report also showed that 83% of accommodation available in Portugal can already be booked via the Internet and generates 41% of the sector’s sales volume.

Oxford Economics highlighted the importance of several emerging markets in Portuguese tourism, namely Brazil and the US.

José Maria Júdice pointed out that technology for some years now has been very supportive of the sector in the Portuguese market.

“Whether in the component of empowering people in the sector, giving training and tools to be more comfortable with digital and also through our digital marketing tools,” he explained.

“The next challenge will be to succeed in promoting Portugal beyond the ‘sun and beach’,” he pointed out, highlighting “wine tourism” or “health tourism” as examples of alternatives to the classic model.